Mazda Thailand to launch CX-6e EV in 2026

Mazda Thailand will launch the fully electric CX-6e SUV in late 2026, importing the model from China. The company also announced a new investment of 5,000 million baht to expand its Thai factory, aiming to produce 100,000 units of the new Mild Hybrid (MHEV) CX-3 annually from 2027 for sale in Thailand and export to Japan and ASEAN nations.

According to Thee Permpongpanth, Chairman of the Executive Board and CEO of Mazda Sales Thailand, the investment will upgrade production lines with automation and robotics for key processes like body welding, assembly, painting, and final assembly. The executive stated that Mazda's choice of Thailand as its main MHEV production base confirms global confidence in the country's potential.

Multi-Solution Strategy and Production Goals

Thee outlined a multi-solution strategy for the Thai and ASEAN markets, citing diversity in usage patterns, infrastructure readiness, and customer needs. Mazda plans to offer a range of technologies from high-efficiency engines and hybrids to Plug-in Hybrid Electric Vehicles (PHEVs) and Battery Electric Vehicles (BEVs). The goal is to let customers choose technology that fits their lifestyle while moving toward carbon neutrality.

The expanded production will build on Thailand's existing role in Mazda's global operations. The group currently has four companies in Thailand covering vehicle, engine, automatic transmission, and parts manufacturing, as well as sales and regional marketing. AutoAlliance (Thailand), a joint venture with Ford, and Mazda Powertrain Manufacturing (Thailand) are key regional production bases.

Shifting Focus from Price to Total Cost

Acknowledging intense price competition in the automotive industry over the past 2-3 years, Thee said Mazda's focus is shifting. The company now emphasizes Total Cost of Ownership (TCO) and the entire ownership experience. This includes quality, service, parts availability, and long-term vehicle residual value. Trust, he argued, is built not just on purchase-day discounts but on the value and care customers receive throughout ownership.

Digital Integration and Future Vision

Mazda also aims to integrate data and digital technology with its Omotenashi hospitality philosophy. The goal is to understand and care for each customer better, from initial interest and test drives to purchase, maintenance, and aftersales service. This digital push is intended to create a continuous, personalized customer experience.

Thee concluded by stating his belief that not every product needs to be manufactured domestically. The key, he said, is jointly developing the domestic industry by building on existing strengths, enhancing competitive capabilities, supporting new technology, and sustainably increasing local production volume. For the CEO, leading the brand now is about creating a stable mobility ecosystem, delivering value to customers, and helping drive the country's economic and industrial growth.